March 13, 2009

Silverback Strategy

Posted by Rey Villar

Test Your Landing Page Too!
Successful web marketers don’t just test their emails. They also test their email landing pages.

If you don’t use landing pages, it’s time you started. You rarely want your email marketing blasts to send prospects to your home page. Instead, you want to direct them to a landing page that’s specifically designed to convert the people who decided to follow the links in your email.

The simplest way to test landing pages is to divide your email link between two competing landing pages.

For example, let’s say you’ve tested your emails and determined your winning message. Now make two versions of that email and run another round of tests. The only difference between these two new emails is the hyperlink address that sends click-throughs to separate landing pages:

• Landing page “A”: one test email will point all links to landing page “A.”

• Landing page “B”: the other test email will point all links to landing page “B.”

As with your email tests, look for the landing page that converts a higher percentage of its visitors.

This winning landing page should then be paired with your winning email—and be sent to the rest of your mailing list.